What all brands can learn from the frozen berry scandal b&t

What All Brands Can Learn From The Frozen Berry Scandal - B&T

3/08/2015 3:00 pm

20 MARCH, 2015

What All Brands Can Learn From The Frozen Berry Scandal OPINION

OPINION

Posted by

B&T MAGAZINE

http://www.bandt.com.au/opinion/what-all-brands-can-learn-from-the-frozen-berry-scandal

I n s i d e O u t P u b l i Page 1 of 106

What All Brands Can Learn From The Frozen Berry Scandal - B&T

3/08/2015 3:00 pm

c R e l a t i o n s D i r e c t o r , N i c o l e R e a n e y , a http://www.bandt.com.au/opinion/what-all-brands-can-learn-from-the-frozen-berry-scandal

Page 2 of 106

What All Brands Can Learn From The Frozen Berry Scandal - B&T

3/08/2015 3:00 pm

r g u e s t h e r e a r e l o t s o f l e s s o n s t o b e l http://www.bandt.com.au/opinion/what-all-brands-can-learn-from-the-frozen-berry-scandal

Page 3 of 106

What All Brands Can Learn From The Frozen Berry Scandal - B&T

3/08/2015 3:00 pm

e a r n e d f o r a l l b r a n d s f r o m t h e r e c e n t f r http://www.bandt.com.au/opinion/what-all-brands-can-learn-from-the-frozen-berry-scandal

Page 4 of 106

What All Brands Can Learn From The Frozen Berry Scandal - B&T

3/08/2015 3:00 pm

o z e n b e r r y c r i s i s i n A u s t r a l i a .

A s I w a l http://www.bandt.com.au/opinion/what-all-brands-can-learn-from-the-frozen-berry-scandal

Page 5 of 106

What All Brands Can Learn From The Frozen Berry Scandal - B&T

3/08/2015 3:00 pm

k e d i n t o m y l o c a l W o o l w o r t h s , g o i n g a b o u t t h http://www.bandt.com.au/opinion/what-all-brands-can-learn-from-the-frozen-berry-scandal

Page 6 of 106

What All Brands Can Learn From The Frozen Berry Scandal - B&T

3/08/2015 3:00 pm

e u s u a l t h o u g h t s o f h o w I c a n t u r n M o n d a y n i g h http://www.bandt.com.au/opinion/what-all-brands-can-learn-from-the-frozen-berry-scandal

Page 7 of 106

What All Brands Can Learn From The Frozen Berry Scandal - B&T

3/08/2015 3:00 pm

t d i n n e r i n t o a n M K R c u l i n a r y e x p e r i e n c e , I l http://www.bandt.com.au/opinion/what-all-brands-can-learn-from-the-frozen-berry-scandal

Page 8 of 106

What All Brands Can Learn From The Frozen Berry Scandal - B&T

3/08/2015 3:00 pm

o o k e d u p t o s e e f r e s h b e r r i e s , i n a p r o m i n e n t http://www.bandt.com.au/opinion/what-all-brands-can-learn-from-the-frozen-berry-scandal

Page 9 of 106

What All Brands Can Learn From The Frozen Berry Scandal - B&T

3/08/2015 3:00 pm

f r o n t o f s t o r e p o s i t i o n .

M y f i r s t t h o u g h t http://www.bandt.com.au/opinion/what-all-brands-can-learn-from-the-frozen-berry-scandal

Page 10 of 106

What All Brands Can Learn From The Frozen Berry Scandal - B&T

3/08/2015 3:00 pm

s w e r e , h e r e w e g o ‌ W o o l i e s a r e g o i n g t o t a k e a http://www.bandt.com.au/opinion/what-all-brands-can-learn-from-the-frozen-berry-scandal

Page 11 of 106

What All Brands Can Learn From The Frozen Berry Scandal - B&T

3/08/2015 3:00 pm

d v a n t a g e o f t h e H e p A o u t b r e a k a n d c h a r g e a p r http://www.bandt.com.au/opinion/what-all-brands-can-learn-from-the-frozen-berry-scandal

Page 12 of 106

What All Brands Can Learn From The Frozen Berry Scandal - B&T

3/08/2015 3:00 pm

e m i u m k n o w i n g f u l l w e l l t h a t f r o z e n b e r r i e s http://www.bandt.com.au/opinion/what-all-brands-can-learn-from-the-frozen-berry-scandal

Page 13 of 106

What All Brands Can Learn From The Frozen Berry Scandal - B&T

3/08/2015 3:00 pm

w e r e n o w c r o s s e d o f f t h e s h o p p i n g l i s t o f m o s http://www.bandt.com.au/opinion/what-all-brands-can-learn-from-the-frozen-berry-scandal

Page 14 of 106

What All Brands Can Learn From The Frozen Berry Scandal - B&T

3/08/2015 3:00 pm

t m u m s .

I t w a s r e f r e s h i n g t o s e e t h e b e r r i e s d http://www.bandt.com.au/opinion/what-all-brands-can-learn-from-the-frozen-berry-scandal

Page 15 of 106

What All Brands Can Learn From The Frozen Berry Scandal - B&T

3/08/2015 3:00 pm

i s p l a y e d a t a p r i c e l o w e r t h a n t h e y h a v e b e e n http://www.bandt.com.au/opinion/what-all-brands-can-learn-from-the-frozen-berry-scandal

Page 16 of 106

What All Brands Can Learn From The Frozen Berry Scandal - B&T

3/08/2015 3:00 pm

p r e v i o u s l y , s o I b o u g h t s o m e .

I w a s n ’ t e v e n a http://www.bandt.com.au/opinion/what-all-brands-can-learn-from-the-frozen-berry-scandal

Page 17 of 106

What All Brands Can Learn From The Frozen Berry Scandal - B&T

3/08/2015 3:00 pm

f t e r b e r r i e s .

A n d n o w m o r e b r a n d s a r e s m a r t l http://www.bandt.com.au/opinion/what-all-brands-can-learn-from-the-frozen-berry-scandal

Page 18 of 106

What All Brands Can Learn From The Frozen Berry Scandal - B&T

3/08/2015 3:00 pm

y c a p i t a l i s i n g o n t h e s i t u a t i o n , l i k e A u s s i http://www.bandt.com.au/opinion/what-all-brands-can-learn-from-the-frozen-berry-scandal

Page 19 of 106

What All Brands Can Learn From The Frozen Berry Scandal - B&T

3/08/2015 3:00 pm

e b r a n d ‘ M a t i l d a ’ s ’ w h i c h i s l a u n c h i n g i t s b http://www.bandt.com.au/opinion/what-all-brands-can-learn-from-the-frozen-berry-scandal

Page 20 of 106

What All Brands Can Learn From The Frozen Berry Scandal - B&T

3/08/2015 3:00 pm

e r r i e s t o m a r k e t t h i s y e a r .

U n http://www.bandt.com.au/opinion/what-all-brands-can-learn-from-the-frozen-berry-scandal

Page 21 of 106

What All Brands Can Learn From The Frozen Berry Scandal - B&T

3/08/2015 3:00 pm

f o r t u n a t e l y f o r P a t t i e s , t h e c o m p a n y b e h i n http://www.bandt.com.au/opinion/what-all-brands-can-learn-from-the-frozen-berry-scandal

Page 22 of 106

What All Brands Can Learn From The Frozen Berry Scandal - B&T

3/08/2015 3:00 pm

d N a n n a ’ s a n d C r e a t i v e G o u r m e t f r o z e n b e r r i http://www.bandt.com.au/opinion/what-all-brands-can-learn-from-the-frozen-berry-scandal

Page 23 of 106

What All Brands Can Learn From The Frozen Berry Scandal - B&T

3/08/2015 3:00 pm

e s , I d o u b t s i m i l a r b u y i n g s i t u a t i o n s a r e c u http://www.bandt.com.au/opinion/what-all-brands-can-learn-from-the-frozen-berry-scandal

Page 24 of 106

What All Brands Can Learn From The Frozen Berry Scandal - B&T

3/08/2015 3:00 pm

r r e n t l y h a p p e n i n g f o r t h e i r p r o d u c t s .

A t l a http://www.bandt.com.au/opinion/what-all-brands-can-learn-from-the-frozen-berry-scandal

Page 25 of 106

What All Brands Can Learn From The Frozen Berry Scandal - B&T

3/08/2015 3:00 pm

s t c o u n t t h e r e h a v e b e e n 2 6 r e p o r t e d c a s e s o f http://www.bandt.com.au/opinion/what-all-brands-can-learn-from-the-frozen-berry-scandal

Page 26 of 106

What All Brands Can Learn From The Frozen Berry Scandal - B&T

3/08/2015 3:00 pm

A u s s i e s c o n t r a c t i n g H e p a t i t i s A a n d b e i n g c http://www.bandt.com.au/opinion/what-all-brands-can-learn-from-the-frozen-berry-scandal

Page 27 of 106

What All Brands Can Learn From The Frozen Berry Scandal - B&T

3/08/2015 3:00 pm

o n n e c t e d t o e a t i n g t h e f r o z e n b e r r i e s .

P a t t http://www.bandt.com.au/opinion/what-all-brands-can-learn-from-the-frozen-berry-scandal

Page 28 of 106

What All Brands Can Learn From The Frozen Berry Scandal - B&T

3/08/2015 3:00 pm

i e s ’ c o m p a n y s t a t e m e n t , w i t h i t s C E O q u o t e d http://www.bandt.com.au/opinion/what-all-brands-can-learn-from-the-frozen-berry-scandal

Page 29 of 106

What All Brands Can Learn From The Frozen Berry Scandal - B&T

3/08/2015 3:00 pm

, d e n i e s t h e l i n k s a n d m a i n t a i n s i t h a s r e m o v http://www.bandt.com.au/opinion/what-all-brands-can-learn-from-the-frozen-berry-scandal

Page 30 of 106

What All Brands Can Learn From The Frozen Berry Scandal - B&T

3/08/2015 3:00 pm

e d p r o d u c t s a s a p r e c a u t i o n a r y m e a s u r e o n l y http://www.bandt.com.au/opinion/what-all-brands-can-learn-from-the-frozen-berry-scandal

Page 31 of 106

What All Brands Can Learn From The Frozen Berry Scandal - B&T

3/08/2015 3:00 pm

.

C o m i n g f r o m y e a r s i n c r i s i s c o m m u n i c a t i o n http://www.bandt.com.au/opinion/what-all-brands-can-learn-from-the-frozen-berry-scandal

Page 32 of 106

What All Brands Can Learn From The Frozen Berry Scandal - B&T

3/08/2015 3:00 pm

s , e v e n I ’ m s t a r t i n g t o q u e s t i o n t h e a c t i o n s http://www.bandt.com.au/opinion/what-all-brands-can-learn-from-the-frozen-berry-scandal

Page 33 of 106

What All Brands Can Learn From The Frozen Berry Scandal - B&T

3/08/2015 3:00 pm

o f t h e c o m p a n y o v e r t h e p a s t f e w w e e k s o f b e i n http://www.bandt.com.au/opinion/what-all-brands-can-learn-from-the-frozen-berry-scandal

Page 34 of 106

What All Brands Can Learn From The Frozen Berry Scandal - B&T

3/08/2015 3:00 pm

g i n t h e s p o t l i g h t , a n d a m b e g i n n i n g t o c o n s i http://www.bandt.com.au/opinion/what-all-brands-can-learn-from-the-frozen-berry-scandal

Page 35 of 106

What All Brands Can Learn From The Frozen Berry Scandal - B&T

3/08/2015 3:00 pm

d e r t h e p o s s i b i l i t i e s o f t h e i r b r a n d e v e r f u http://www.bandt.com.au/opinion/what-all-brands-can-learn-from-the-frozen-berry-scandal

Page 36 of 106

What All Brands Can Learn From The Frozen Berry Scandal - B&T

3/08/2015 3:00 pm

l l y r e c o v e r i n g .

S o u l O r i g i n f a c e d s i m i l a r r http://www.bandt.com.au/opinion/what-all-brands-can-learn-from-the-frozen-berry-scandal

Page 37 of 106

What All Brands Can Learn From The Frozen Berry Scandal - B&T

3/08/2015 3:00 pm

e p r i m a n d s i n r e l a t i o n t o i t s t u n a a n d c o n t i n http://www.bandt.com.au/opinion/what-all-brands-can-learn-from-the-frozen-berry-scandal

Page 38 of 106

What All Brands Can Learn From The Frozen Berry Scandal - B&T

3/08/2015 3:00 pm

u e s t o b e i n t h e f a c e o f m e d i a .

T h e b e s t t h i n g P http://www.bandt.com.au/opinion/what-all-brands-can-learn-from-the-frozen-berry-scandal

Page 39 of 106

What All Brands Can Learn From The Frozen Berry Scandal - B&T

3/08/2015 3:00 pm

a t t i e s h a s d o n e i s c o m p l i e d w i t h t h e a u t h o r i http://www.bandt.com.au/opinion/what-all-brands-can-learn-from-the-frozen-berry-scandal

Page 40 of 106

What All Brands Can Learn From The Frozen Berry Scandal - B&T

3/08/2015 3:00 pm

t i e s a n d r e m o v e d p r o d u c t f r o m a l l s t o r e s .

A d http://www.bandt.com.au/opinion/what-all-brands-can-learn-from-the-frozen-berry-scandal

Page 41 of 106

What All Brands Can Learn From The Frozen Berry Scandal - B&T

3/08/2015 3:00 pm

d i t i o n a l l y , i t h a s p r e s e n t e d F A Q s , a n d i t s c http://www.bandt.com.au/opinion/what-all-brands-can-learn-from-the-frozen-berry-scandal

Page 42 of 106

What All Brands Can Learn From The Frozen Berry Scandal - B&T

3/08/2015 3:00 pm

o m p a n y p o s i t i o n i n g ( d i r e c t f r o m t h e C E O ) a s http://www.bandt.com.au/opinion/what-all-brands-can-learn-from-the-frozen-berry-scandal

Page 43 of 106

What All Brands Can Learn From The Frozen Berry Scandal - B&T

3/08/2015 3:00 pm

i t s h o m e p a g e .

W h e n i n c r i s i s m o d e c o m p a n i e s http://www.bandt.com.au/opinion/what-all-brands-can-learn-from-the-frozen-berry-scandal

Page 44 of 106

What All Brands Can Learn From The Frozen Berry Scandal - B&T

3/08/2015 3:00 pm

n e e d t o r e s o l v e t h e i s s u e a s s w i f t l y a n d w i t h http://www.bandt.com.au/opinion/what-all-brands-can-learn-from-the-frozen-berry-scandal

Page 45 of 106

What All Brands Can Learn From The Frozen Berry Scandal - B&T

3/08/2015 3:00 pm

a s l i t t l e b r a n d d a m a g e a s p o s s i b l e .

O t h e r b r http://www.bandt.com.au/opinion/what-all-brands-can-learn-from-the-frozen-berry-scandal

Page 46 of 106

What All Brands Can Learn From The Frozen Berry Scandal - B&T

3/08/2015 3:00 pm

a n d s i n i t s p o r t f o l i o a n d t h e g e n e r a l b u s i n e http://www.bandt.com.au/opinion/what-all-brands-can-learn-from-the-frozen-berry-scandal

Page 47 of 106

What All Brands Can Learn From The Frozen Berry Scandal - B&T

3/08/2015 3:00 pm

s s n e e d s t o c o n t i n u e o p e r a t i n g a t t h e s a m e t i http://www.bandt.com.au/opinion/what-all-brands-can-learn-from-the-frozen-berry-scandal

Page 48 of 106

What All Brands Can Learn From The Frozen Berry Scandal - B&T

3/08/2015 3:00 pm

m e .

I n o b s e r v i n g t h e m e d i a , P a t t i e s i s r e a l l http://www.bandt.com.au/opinion/what-all-brands-can-learn-from-the-frozen-berry-scandal

Page 49 of 106

What All Brands Can Learn From The Frozen Berry Scandal - B&T

3/08/2015 3:00 pm

y l a c k i n g a p o s i t i v e p o s i t i o n , w i t h i t s p r o d http://www.bandt.com.au/opinion/what-all-brands-can-learn-from-the-frozen-berry-scandal

Page 50 of 106

What All Brands Can Learn From The Frozen Berry Scandal - B&T

3/08/2015 3:00 pm

u c t s b e i n g d i r e c t l y l i n k e d t o t h e i n c i d e n c e http://www.bandt.com.au/opinion/what-all-brands-can-learn-from-the-frozen-berry-scandal

Page 51 of 106

What All Brands Can Learn From The Frozen Berry Scandal - B&T

3/08/2015 3:00 pm

, a n d w h i l s t t h e r e i s a l a c k o f ‘ v o i c e ’ i n t h e c http://www.bandt.com.au/opinion/what-all-brands-can-learn-from-the-frozen-berry-scandal

Page 52 of 106

What All Brands Can Learn From The Frozen Berry Scandal - B&T

3/08/2015 3:00 pm

o v e r a g e ( d e s p i t e i t s c o m p a n y p o s i t i o n i n g ) http://www.bandt.com.au/opinion/what-all-brands-can-learn-from-the-frozen-berry-scandal

Page 53 of 106

What All Brands Can Learn From The Frozen Berry Scandal - B&T

3/08/2015 3:00 pm

, t h e a v e r a g e c o n s u m e r w i l l b e l i e v e w h a t t h e http://www.bandt.com.au/opinion/what-all-brands-can-learn-from-the-frozen-berry-scandal

Page 54 of 106

What All Brands Can Learn From The Frozen Berry Scandal - B&T

3/08/2015 3:00 pm

m e d i a i s t e l l i n g t h e m .

D e s p i t e t h e f l o u r i s h http://www.bandt.com.au/opinion/what-all-brands-can-learn-from-the-frozen-berry-scandal

Page 55 of 106

What All Brands Can Learn From The Frozen Berry Scandal - B&T

3/08/2015 3:00 pm

o f c o v e r a g e i n t h e m a r k e t p l a c e , o n l y a s i n g l http://www.bandt.com.au/opinion/what-all-brands-can-learn-from-the-frozen-berry-scandal

Page 56 of 106

What All Brands Can Learn From The Frozen Berry Scandal - B&T

3/08/2015 3:00 pm

e 2 G B m e d i a i n t e r v i e w i s p u b l i s h e d , a c t i n g a http://www.bandt.com.au/opinion/what-all-brands-can-learn-from-the-frozen-berry-scandal

Page 57 of 106

What All Brands Can Learn From The Frozen Berry Scandal - B&T

3/08/2015 3:00 pm

s a h o m i n g p o i n t f o r c o n s u m e r s w a n t i n g t o h e http://www.bandt.com.au/opinion/what-all-brands-can-learn-from-the-frozen-berry-scandal

Page 58 of 106

What All Brands Can Learn From The Frozen Berry Scandal - B&T

3/08/2015 3:00 pm

a r d i r e c t l y f r o m t h e c o m p a n y .

I w o u l d t a k e a s http://www.bandt.com.au/opinion/what-all-brands-can-learn-from-the-frozen-berry-scandal

Page 59 of 106

What All Brands Can Learn From The Frozen Berry Scandal - B&T

3/08/2015 3:00 pm

t a b t h a t t h e c o m p a n y r e l e a s e d a g e n e r i c s t a t http://www.bandt.com.au/opinion/what-all-brands-can-learn-from-the-frozen-berry-scandal

Page 60 of 106

What All Brands Can Learn From The Frozen Berry Scandal - B&T

3/08/2015 3:00 pm

e m e n t t o m e d i a b u t h a s b e e n a l i t t l e c l o s e d i n http://www.bandt.com.au/opinion/what-all-brands-can-learn-from-the-frozen-berry-scandal

Page 61 of 106

What All Brands Can Learn From The Frozen Berry Scandal - B&T

3/08/2015 3:00 pm

i t s s t r a t e g y o f p u t t i n g t h e C E O f o r w a r d .

C l e http://www.bandt.com.au/opinion/what-all-brands-can-learn-from-the-frozen-berry-scandal

Page 62 of 106

What All Brands Can Learn From The Frozen Berry Scandal - B&T

3/08/2015 3:00 pm

v e r o r g a n i s a t i o n s c a n a c t u a l l y t u r n a c r i s i http://www.bandt.com.au/opinion/what-all-brands-can-learn-from-the-frozen-berry-scandal

Page 63 of 106

What All Brands Can Learn From The Frozen Berry Scandal - B&T

3/08/2015 3:00 pm

s i n t o s o m e t h i n g p o s i t i v e , o n c e t h e d u s t s e t http://www.bandt.com.au/opinion/what-all-brands-can-learn-from-the-frozen-berry-scandal

Page 64 of 106

What All Brands Can Learn From The Frozen Berry Scandal - B&T

3/08/2015 3:00 pm

t l e s , a n d e v e n g o o n t o b o o s t i t s s h a r e a n d s a l http://www.bandt.com.au/opinion/what-all-brands-can-learn-from-the-frozen-berry-scandal

Page 65 of 106

What All Brands Can Learn From The Frozen Berry Scandal - B&T

3/08/2015 3:00 pm

e s a f t e r w a r d s .

W e ’ v e s e e n i t h a p p e n w i t h m u l http://www.bandt.com.au/opinion/what-all-brands-can-learn-from-the-frozen-berry-scandal

Page 66 of 106

What All Brands Can Learn From The Frozen Berry Scandal - B&T

3/08/2015 3:00 pm

t i p l e b r a n d s l i k e M a r s .

T o d o t h i s , y o u n e e d a http://www.bandt.com.au/opinion/what-all-brands-can-learn-from-the-frozen-berry-scandal

Page 67 of 106

What All Brands Can Learn From The Frozen Berry Scandal - B&T

3/08/2015 3:00 pm

b s o l u t e t r a n s p a r e n c y a n d i n t e n t i o n t o r e s o http://www.bandt.com.au/opinion/what-all-brands-can-learn-from-the-frozen-berry-scandal

Page 68 of 106

What All Brands Can Learn From The Frozen Berry Scandal - B&T

3/08/2015 3:00 pm

l v e t h e i n c i d e n t h o n e s t l y a n d e f f i c i e n t l y , http://www.bandt.com.au/opinion/what-all-brands-can-learn-from-the-frozen-berry-scandal

Page 69 of 106

What All Brands Can Learn From The Frozen Berry Scandal - B&T

3/08/2015 3:00 pm

a C E O w h o t h e p u b l i c l i s t e n s t o a n d i n t h e i r o w http://www.bandt.com.au/opinion/what-all-brands-can-learn-from-the-frozen-berry-scandal

Page 70 of 106

What All Brands Can Learn From The Frozen Berry Scandal - B&T

3/08/2015 3:00 pm

n w a y b u i l d s a r e l a t i o n s h i p w i t h t h e m , e a s y a http://www.bandt.com.au/opinion/what-all-brands-can-learn-from-the-frozen-berry-scandal

Page 71 of 106

What All Brands Can Learn From The Frozen Berry Scandal - B&T

3/08/2015 3:00 pm

c c e s s f o r e v e r y o n e t o g e t t h e i r q u e s t i o n s a n http://www.bandt.com.au/opinion/what-all-brands-can-learn-from-the-frozen-berry-scandal

Page 72 of 106

What All Brands Can Learn From The Frozen Berry Scandal - B&T

3/08/2015 3:00 pm

s w e r e d , a n d a t w o w a y c o m m u n i c a t i o n p l a t f o http://www.bandt.com.au/opinion/what-all-brands-can-learn-from-the-frozen-berry-scandal

Page 73 of 106

What All Brands Can Learn From The Frozen Berry Scandal - B&T

3/08/2015 3:00 pm

r m .

P a t t i e s c o u l d b e m u c h m o r e s t r a t e g i c i n u http://www.bandt.com.au/opinion/what-all-brands-can-learn-from-the-frozen-berry-scandal

Page 74 of 106

What All Brands Can Learn From The Frozen Berry Scandal - B&T

3/08/2015 3:00 pm

t i l i s i n g t h e p o w e r o f s o c i a l m e d i a – a l i v e l y http://www.bandt.com.au/opinion/what-all-brands-can-learn-from-the-frozen-berry-scandal

Page 75 of 106

What All Brands Can Learn From The Frozen Berry Scandal - B&T

3/08/2015 3:00 pm

p l a t f o r m w h e r e i n f o r m a t i o n c a n b e p r e s e n t e http://www.bandt.com.au/opinion/what-all-brands-can-learn-from-the-frozen-berry-scandal

Page 76 of 106

What All Brands Can Learn From The Frozen Berry Scandal - B&T

3/08/2015 3:00 pm

d i n a s t r a i g h t f o r w a r d ‘ c o n s u m e r f r i e n d l http://www.bandt.com.au/opinion/what-all-brands-can-learn-from-the-frozen-berry-scandal

Page 77 of 106

What All Brands Can Learn From The Frozen Berry Scandal - B&T

3/08/2015 3:00 pm

y ’ w a y , r e g u l a r u p d a t e s i n c o r p o r a t e d ( l a s t http://www.bandt.com.au/opinion/what-all-brands-can-learn-from-the-frozen-berry-scandal

Page 78 of 106

What All Brands Can Learn From The Frozen Berry Scandal - B&T

3/08/2015 3:00 pm

f a c e b o o k p o s t w a s 2 0 F e b r u a r y – a m o n t h a g o ) a http://www.bandt.com.au/opinion/what-all-brands-can-learn-from-the-frozen-berry-scandal

Page 79 of 106

What All Brands Can Learn From The Frozen Berry Scandal - B&T

3/08/2015 3:00 pm

n d p r e v a i l i n g q u e s t i o n s r e p l i e d t o .

W h i l e i http://www.bandt.com.au/opinion/what-all-brands-can-learn-from-the-frozen-berry-scandal

Page 80 of 106

What All Brands Can Learn From The Frozen Berry Scandal - B&T

3/08/2015 3:00 pm

t s w e b s i t e c o u l d u s e m u c h m o r e i n t e r a c t i v i t http://www.bandt.com.au/opinion/what-all-brands-can-learn-from-the-frozen-berry-scandal

Page 81 of 106

What All Brands Can Learn From The Frozen Berry Scandal - B&T

3/08/2015 3:00 pm

y a n d r e g u l a r u p d a t e s – f o r i n s t a n c e v i a a C E O http://www.bandt.com.au/opinion/what-all-brands-can-learn-from-the-frozen-berry-scandal

Page 82 of 106

What All Brands Can Learn From The Frozen Berry Scandal - B&T

3/08/2015 3:00 pm

v i d e o – r a t h e r t h a n a s i n g l e h o l d i n g p a g e o n t http://www.bandt.com.au/opinion/what-all-brands-can-learn-from-the-frozen-berry-scandal

Page 83 of 106

What All Brands Can Learn From The Frozen Berry Scandal - B&T

3/08/2015 3:00 pm

h e m a t t e r .

T h e f r e q u e n c y o f c o m m u n i c a t i o n i http://www.bandt.com.au/opinion/what-all-brands-can-learn-from-the-frozen-berry-scandal

Page 84 of 106

What All Brands Can Learn From The Frozen Berry Scandal - B&T

3/08/2015 3:00 pm

s i m p o r t a n t a n d d e m o n s t r a t e s t h e c o m p a n y c a http://www.bandt.com.au/opinion/what-all-brands-can-learn-from-the-frozen-berry-scandal

Page 85 of 106

What All Brands Can Learn From The Frozen Berry Scandal - B&T

3/08/2015 3:00 pm

r e s .

A d e d i c a t e d h e l p l i n e c o u l d b e p r o f i l e d http://www.bandt.com.au/opinion/what-all-brands-can-learn-from-the-frozen-berry-scandal

Page 86 of 106

What All Brands Can Learn From The Frozen Berry Scandal - B&T

3/08/2015 3:00 pm

a n d c o r p o r a t e a d v e r t i s e m e n t s u s e d t o s u p p l http://www.bandt.com.au/opinion/what-all-brands-can-learn-from-the-frozen-berry-scandal

Page 87 of 106

What All Brands Can Learn From The Frozen Berry Scandal - B&T

3/08/2015 3:00 pm

e m e n t m e d i a r e l a t i o n s a n d a d d i t i o n a l d i g i t http://www.bandt.com.au/opinion/what-all-brands-can-learn-from-the-frozen-berry-scandal

Page 88 of 106

What All Brands Can Learn From The Frozen Berry Scandal - B&T

3/08/2015 3:00 pm

a l m e d i a s t r a t e g i e s , t o e n s u r e k e y m e s s a g e s http://www.bandt.com.au/opinion/what-all-brands-can-learn-from-the-frozen-berry-scandal

Page 89 of 106

What All Brands Can Learn From The Frozen Berry Scandal - B&T

3/08/2015 3:00 pm

a n d u p d a t e s a r e b e i n g f o l l o w e d a n d u n d e r s t o http://www.bandt.com.au/opinion/what-all-brands-can-learn-from-the-frozen-berry-scandal

Page 90 of 106

What All Brands Can Learn From The Frozen Berry Scandal - B&T

3/08/2015 3:00 pm

o d .

A n d w h a t d o y o u d o w h e n y o u r c a t e g o r y i s i n http://www.bandt.com.au/opinion/what-all-brands-can-learn-from-the-frozen-berry-scandal

Page 91 of 106

What All Brands Can Learn From The Frozen Berry Scandal - B&T

3/08/2015 3:00 pm

t h e m i d s t o f c r i s i s m o d e , h o w d o y o u a v o i d b e i http://www.bandt.com.au/opinion/what-all-brands-can-learn-from-the-frozen-berry-scandal

Page 92 of 106

What All Brands Can Learn From The Frozen Berry Scandal - B&T

3/08/2015 3:00 pm

n g s w e p t u p i n t h e s a m e s t o r m ?

Y o u t o o n e e d t o b http://www.bandt.com.au/opinion/what-all-brands-can-learn-from-the-frozen-berry-scandal

Page 93 of 106

What All Brands Can Learn From The Frozen Berry Scandal - B&T

3/08/2015 3:00 pm

e i n ‘ c r i s i s m o d e ’ a n d p r o t e c t t h e b r a n d ’ s r e http://www.bandt.com.au/opinion/what-all-brands-can-learn-from-the-frozen-berry-scandal

Page 94 of 106

What All Brands Can Learn From The Frozen Berry Scandal - B&T

3/08/2015 3:00 pm

p u t a t i o n .

F r o m a m e d i a r e l a t i o n s p o i n t o f v i http://www.bandt.com.au/opinion/what-all-brands-can-learn-from-the-frozen-berry-scandal

Page 95 of 106

What All Brands Can Learn From The Frozen Berry Scandal - B&T

3/08/2015 3:00 pm

e w , y o u r e a l l y d o n ’ t w a n t t o b e c a u g h t u p i n t h http://www.bandt.com.au/opinion/what-all-brands-can-learn-from-the-frozen-berry-scandal

Page 96 of 106

What All Brands Can Learn From The Frozen Berry Scandal - B&T

3/08/2015 3:00 pm

e ‘ c h a t t e r ’ a n d h a v e y o u r b r a n d a s s o c i a t e d w http://www.bandt.com.au/opinion/what-all-brands-can-learn-from-the-frozen-berry-scandal

Page 97 of 106

What All Brands Can Learn From The Frozen Berry Scandal - B&T

3/08/2015 3:00 pm

i t h t h e i n c i d e n t .

C o n s i d e r t h i r d p a r t y s p o k http://www.bandt.com.au/opinion/what-all-brands-can-learn-from-the-frozen-berry-scandal

Page 98 of 106

What All Brands Can Learn From The Frozen Berry Scandal - B&T

3/08/2015 3:00 pm

e s p e o p l e t o r e p r e s e n t y o u r p o s i t i o n i n g – s u http://www.bandt.com.au/opinion/what-all-brands-can-learn-from-the-frozen-berry-scandal

Page 99 of 106

What All Brands Can Learn From The Frozen Berry Scandal - B&T

3/08/2015 3:00 pm

c h a s i n d u s t r y b o d i e s , h e a l t h e x p e r t s o r a u t http://www.bandt.com.au/opinion/what-all-brands-can-learn-from-the-frozen-berry-scandal

Page 100 of 106

What All Brands Can Learn From The Frozen Berry Scandal - B&T

3/08/2015 3:00 pm

h o r i t i e s .

E m p l o y y o u r s u i t e o f c o m m u n i c a t i http://www.bandt.com.au/opinion/what-all-brands-can-learn-from-the-frozen-berry-scandal

Page 101 of 106

What All Brands Can Learn From The Frozen Berry Scandal - B&T

3/08/2015 3:00 pm

o n p l a t f o r m s a n d e n s u r e y o u u t i l i s e t h e o p p o http://www.bandt.com.au/opinion/what-all-brands-can-learn-from-the-frozen-berry-scandal

Page 102 of 106

What All Brands Can Learn From The Frozen Berry Scandal - B&T

3/08/2015 3:00 pm

r t u n i t y t o i n f o r m t h e p u b l i c a n d y o u r k e y s t a http://www.bandt.com.au/opinion/what-all-brands-can-learn-from-the-frozen-berry-scandal

Page 103 of 106

What All Brands Can Learn From The Frozen Berry Scandal - B&T

3/08/2015 3:00 pm

k e h o l d e r s o f t h e s i t u a t i o n .

A n d l i k e M a t i l d http://www.bandt.com.au/opinion/what-all-brands-can-learn-from-the-frozen-berry-scandal

Page 104 of 106

What All Brands Can Learn From The Frozen Berry Scandal - B&T

3/08/2015 3:00 pm

a ’ s , i d e n t i f y a m e d i a a n g l e t h a t t h e p u b l i c w http://www.bandt.com.au/opinion/what-all-brands-can-learn-from-the-frozen-berry-scandal

Page 105 of 106

What All Brands Can Learn From The Frozen Berry Scandal - B&T

3/08/2015 3:00 pm

i l l r e s p o n d t o , l i k e b u y i n g l o c a l .

Š 2015 The Misfits Media Company Pty Limited. All Rights Reserved.

http://www.bandt.com.au/opinion/what-all-brands-can-learn-from-the-frozen-berry-scandal

Page 106 of 106